McDonald’s South Africa Celebrates 30 Years of Making Happy Happen

​McDonald’s South Africa has celebrated its 30th anniversary with a brand film that reimagines the iconic Golden Arches as a warm, magical beam of happiness. Conceptualised by the creative team at TBWA Hunt Lascaris JHB and directed by Paolo Grippa (Slim) at Darling Films South Africa, the spot transports everyday South Africans from mundane or frustrating moments into uplifting scenes of joy, capturing the brand’s longstanding promise to 'make happy happen.'

Slim’s approach of blending magic realism with relatable local moments, resulted in the film using a unique combination of practical lighting and visual effects to bring the iconic Golden Arches to life - the bat-signal inviting everyone to make happy happen. The team created much of the golden glow in-camera, allowing the VFX to integrate naturally with the cast and environments. A cooler, slightly underexposed grade was used to heighten contrast and ensure the beam remained the emotional focal point of each scene.

To achieve the film’s floating, liberating moments, performances were captured through extensive wirework. The cast underwent rehearsals to ensure comfortable, expressive movement on the rigs, resulting in authentic, joyful reactions on screen.

Shot in Cape Town across an ambitious two-day schedule, the production required close collaboration between rigging, lighting, camera, and VFX teams to deliver multiple large-scale setups efficiently. A classic Hollywood jazz-inspired score adds nostalgic charm, reinforcing the magical, feel-good tone of the piece.

The campaign serves as a heartfelt reminder of the role McDonald’s has played in South African communities over the past three decades - a place where people find comfort, connection, and a moment of happiness.